Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Ashley Mabery

Ashley Mabery Director | Retail Performance

Exclusive Blog Posts

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

If you have followed my published articles in the past about retaining Techs (based on being a former dealership Fixed Ops Manager and my 17 years of r…

Auto/Mate Names Patrick Reilly as New Head of Marketing

Auto/Mate Names Patrick Reilly as New Head of Marketing

ALBANY, NY, UNITED STATES, December 5, 2016 /EINPresswire.com/ -- Auto/Mate Dealership Systems announced today that Patrick Reilly has joined its team …

Anyone can be a Bi-Lingual Salesman now

Anyone can be a Bi-Lingual Salesman now

I came across an article today on a piece of new technology developed by Waverly Labs.  It is an earpiece that translates between languages.  My …

Tips For Your Car Dealership Website

Tips For Your Car Dealership Website

The days of only advertising in the phone book for your car dealership are over. Having an online presence is now more important than ever before. The firs…

SEM Auction Insights - Understanding Relevance

Dealers often have questions about SEM campaigns they are running.  Rightfully so, as SEM doesn't come cheaply, and unlike a newspaper ad or mailer, paid search isn't tangible.  Often times, the term "quality score" is thrown around to describe why a cost-per-click might be high or low.  It all comes down to relevance.

The standard components that seem to make up the bidding system used by SEM utilities like Google AdWords are comprised of things like landing page content relevance, expected click-thru rate, historical click-thru rate, ad content relevance, bid, and competitor bids.  While all these are fine technical terms that marketers understand, to the average business owner these might just be buzzwords that don't explain why PPC advertising costs what it does.

In order to put SEM relevance into perspective - it all comes down to relevancy addiction.  These days, people know what they want and they just need to know where to get it.  Thus, most people are impatient with getting answers or results, which Google is very aware of.  Google understands that if it provides the most relevant results to demanding consumers, it leads to the best user experience, driving consumers back over and over and over again.  That's why if people have a question today, they Google it!

Therefore, when a user is searching on Google, Google is trying to show the best and most relevant results, even in it's advertising network.  The pricing of SEM is therefore less when the keywords, ads and landing pages used in an ad group are all tied together in such a way that they provide an extremely useful and relevant result for a searcher.  If someone searching has a good experience with a site found via clicking on an SEM ad, Google rewards that with lower overall pricing and more prominence in search results.

If a dealer is struggling with high cost-per-click, low click-thru rates and poor conversion, often times the landing pages and ads need to be looked at to raise this relevance.  How are you all designing your campaigns for optimal relevance?

 Unlock all of the community & features  Join Now